Discovery's "Shark Week" stunt kicks off Sunday, and after it ends, sister channels ID and Military Channel have stunts of their own planned.

"Shark Week," cable's longest-running programming event and the ultimate summertime ritual, returns to Discovery Channel Sunday, July 31, at 9 p.m. with seven all-new specials and some of the most watched shows from recent years.

Last year's edition was viewed by a record 30.8 million people, according to Discovery, citing Nielsen data.